The Bookshelf

We have a mindset at FLIRT that’s at the heart of all that we do for our clients:communicate with co-workers in the same way we communicate with consumers. So when I read “Winning the Zero Moment of Truth” by Jim Lecinski, a short e-book by a Google employee focused on how the internet has transformed consumers’ decision making process, I couldn’t help but think of how the consumer-facing concepts apply to internal corporate communications. As I was reading, I observed how “companies” could replace “brands,” and “employees” could replace “consumers;” and suddenly the results were powerful.

But first…

What the heck is the Zero Moment of Truth (ZMOT for short)? I know, it sounded like marketing mumbo-jumbo to me, too. But when you start to think about it, ZMOT has become the center of every single one of your daily activities. It’s the moment you seek out Yelp reviews for a new restaurant in your neighborhood; the moment you seek out coupons on Facebook for your favorite shampoo before purchasing; the moment where the internet intersects any purchasing decision and influences you accordingly.

So what does this have to do with internal communications? Do employees really experience this ZMOT concept too? Read on.